Turning Insight into Impact: Rebuilding THE PIG’s Digital Guest Journey

Challenge

As part of a wider brand evolution and digital transformation, THE PIG set out to refresh its online guest experience to reflect a new visual identity and strengthen its emotional connection with guests. 

Discovery investigations for the project revealed a key insight. The brand had built a loyal local following, but rapid growth over the past decade had outpaced its understanding of who its guests really were. The website had become overly transactional. It focused on converting visits into room and table bookings but did not create the sense of belonging and exploration that THE PIG is known for. 

The opportunity was clear. A more experience-led and story-driven digital presence could increase engagement, encourage cross-site exploration, and reinforce perceptions of value for money. 

The brand’s distinctive position as a restaurant with rooms resonated strongly with locals. However, a refreshed and more emotive digital proposition had the potential to attract a broader audience of urban dwellers and experience seekers who wanted to connect with nature, food and place in a more intentional way - not only those coming to stay at the hotel, but those wishing to include the experience as part of a day trip to the area. 

Solution

Etch designed a mixed-method user research programme to uncover current behaviours, unmet needs and new opportunities across both existing and untapped audiences. The research combined surveys, one-to-one interviews and persona development. 

The findings validated the hypothesis. A digital experience built around curiosity, exploration and local storytelling would encourage guests to engage more deeply with THE PIG, discover other locations and see each visit as part of a larger journey. 

These insights shaped both the content strategy and the visual design. This ensured that the storytelling, functionality and aesthetic direction worked together to create a cohesive and resonant website experience.